B06. Most Effective Use of Social Media Marketing

The Shortlist
CAMPAIGN
Boosted Inspiration Series
AGENCY
Droga5
CLIENT
Mondelez
BRAND
Cadbury Boost
DETAILS
CAMPAIGN SUMMARY
Building a campaign on a currency of ‘likes’.
Oscar Wilde may very well have been thinking about Cadbury’s Boost when he uttered: “If there is one thing worse than being talked about, it is not being talked about.” In a highly competitive marketplace, Cadbury’s Boost was failing to connect with the core ‘bar-buying audience’ of young blokes. They weren’t talking about Boost, and they weren’t buying it either.
One of the major challenges was that 14-29 y.o. Australian men are uninterested in the ‘one-way dialogue’ of traditional advertising. Avoiding ‘passive’ forms of media, they preferred to participate in, and source their content through, ‘Social Channels’ instead. To get Boost back on their radar, we had to earn the right for them to talk about us, and give them the tools to do so.
Highly active & supremely creative, this target is always ‘starting stuff’, and we realised that Boost could play a role as a catalyst in this process.
Our solution was, “Boosted Inspiration” – a collaboration with MTV Australia producing transmedia content, about the ‘people who start stuff’. Social by design, the campaign generated 36m impressions, over 100k clicks, and was even picked up and praised by the world’s highest digital content authority; Memebase.

OTHER CONTRIBUTING COMPANY
The Online Circle, Melbourne

CREDITS OF PEOPLE
Duncan Marshall, ECD, Droga5
Cam Blackley, CD, Droga5
Simon Wassef, Planning Director, Droga5
Ant Warne, Strategic Business Director, Droga5
Dannika Coleman, Account Director, Droga5
Toby Harrison, Strategy Director, Droga5
Justin Graham, Chief Strategy Officer, Droga5
Ben Summons, Group Marketing Manager, Mondelez
Ben Wicks, Group Marketing Director, Mondelez
Sian Sullivan, Senior Brand Manager, Mondalez
Marty Williams, Brand Manager, Mondalez
Lucio Riberio, Managing Director, The Online Circle
Matt Lucas, Account Manager, The Online Circle
CAMPAIGN
The Unleash Deadly Challenge
AGENCY
iris Worldwide Singapore
CLIENT
adidas
BRAND
Predator Lethal Zones
DETAILS
CAMPAIGN SUMMARY
'How do you launch and sell a world-class new football boot when you've got limited ATL budget and there's a lot of noise about football around EURO 2012 that makes it difficult to make an impact?
You don't. You ask your fans to launch it for you.
adidas's predator boot had been completely redesigned with 5 'lethal zones' for different types of usage in a game: drive, sweet spot, first touch, pass and dribble. It was a fantastic product that we knew needed more than advertising; it demanded to be tested in extreme conditions to prove it would perform.
'To connect with 14-19 year olds, we knew we had to have participation baked into our idea. We kicked off the campaign with a call-for-entries via our Facebook app. We invited Singaporean Youth to share their deadly ideas on how they would put the Predator Lethal Zones to the ultimate test. We received thousands of entries and picked the 5 best, turning them into reality.
The result – The Ultimate Deadly Assault Course.
The best five players who completed the course, within the shortest time, were crowned as Singapore’s 5 deadliest footballers. The campaign created enormous buzz around the new boot. It generated a 30k (227%) increase in our Facebook community and a 743% increase in fan engagement. The event was oversubscribed with positive and appreciative feedback participants. The Predator Lethal Zones boots were sold out in most outlets.

CREDITS OF PEOPLE
Amit Dasgupta, Brand Director, adidas
Sarah Fisher, Brand Manager, adidas
Emma Norris, Board Director, iris Worldwide Singapore
Chua Siew Ping, Account Director, iris Worldwide Singapore
Kelle Lim, Account Manager, iris Worldwide Singapore
Melissa Char, Account Executive, iris Worldwide Singapore
Grant Hunter, Regional Creative Director, iris Worldwide Singapore
Jonathan Cockett, Creative Group Head, iris Worldwide Singapore
Errol Tan, Art Director, iris Worldwide Singapore
Echo Tan, Art Director, iris Worldwide Singapore
David Brown, Regional Digital Director, iris Worldwide Singapore
Regina Chan, Digital Group Head, iris Worldwide Singapore
Jasmine Tan, Head of Project Management, iris Worldwide Singapore
Appu Ponnusamy, Digital Head of Technology, iris Worldwide Singapore
Melissa Patrice, Digital Creative, iris Worldwide Singapore
Edward Moore, Digital Senior Developer, iris Worldwide Singapore
Paul Gage, Regional Planner, iris Worldwide Singapore
Izlin Ismail, FA Artist, iris Worldwide Singapore
CAMPAIGN
Mom's Catered Banquet Dish
AGENCY
McCann Worldgroup
CLIENT
Taiwan Beer
BRAND
Taiwan Beer
OBJECTIVES

DETAILS
CAMPAIGN SUMMARY
With Taiwan Beer dominating the market and a mature consumer base, the launch of a new beer in Taiwan is a steep challenge. Targeting people who don't usually drink beer, in 2012 Taiwan Beer launched a new product a lighter, fruity alcoholic beer, Taiwan Fruit Beer, through local diners and restaurants across the country. With a challenge to quickly establish a 2% market share, we leveraged the Taiwanese love of food and celebration meals to hold the biggest catered banquet in the country and establish Taiwan Fruit Beer as the drink of choice for meals with friends.
Combining our target audience's social media habits with their desire to make the most of real-life social occasions, we created a virtual banquet where users invited friends to join tables for the chance to participate in our exclusive Taiwan Fruit Beer banquet event, featuring speciality dishes designed to complement the beer flavours. Consumers couldn't wait to take part!
Over 52,000 people invited friends to join the celebration and half a million people participated in our virtual catered banquet. Within just one month of launch, Taiwan Fruit Beer gained an unprecedented 5% market share and the company is now expanding the line to cater for this growing consumer base.
CAMPAIGN
Pambassador
AGENCY
Ogilvy & Mather
CLIENT
Chengdu Municipal Government
BRAND
Chengdu
DETAILS
CAMPAIGN SUMMARY
The campaign drove a 30.3% increase in international visitors to Chengdu versus China’s national tourism growth of 1.2%. Global media coverage and high social media fan engagement attracted 255,000 worldwide applicants to live and work in little-known Chengdu, over seven times the number attracted by Queensland Tourism’s “Best Job in the World” campaign to live on a tropical island reef!

OTHER CONTRIBUTING COMPANIES
APEX Ogilvy, Chengdu, China
Ogilvy & Mather, Belgium
Ogilvy & Mather, South Korea
Ogilvy & Mather, London
Ogilvy & Mather, Paris
Ogilvy & Mather, San Francisco
Ogilvy & Mather, Shanghai
Ogilvy & Mather, Singapore
Ogilvy & Mather, Taiwan
Ogilvy & Mather, Tokyo
CAMPAIGN
Weight Loss is Network’s Gain – Welcome to the Million Kilo Challenge
AGENCY
Starcom MediaVest Group, Australia
CLIENT
Network Ten
BRAND
Channel Ten
DETAILS
CAMPAIGN SUMMARY
This is the story of how great human understanding and a killer idea can change the shape of a nation, on a tiny budget. Welcome to The Million Kilo Challenge, a wildly successful, social-by-design initiative that combines Philanthropy and Commerce.We created a social movement around weight loss, to lose a million kilo's COLLECTIVELY, and at the same time created a successful and scalable new revenue stream for Network TEN.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters